PS3 European campaign to utilize online social networks

Today, Sony furnished some details regarding its marketing campaign for the PS3’s European launch that contrasts its Shakira-led Dubai one. Sony’s planning to make a select audience of “online evangelists” that will prove to be pivotal to its strategy. The company’s main weapon will be social networking sites and Web 2.0 portals such as YouTube.

If things push through, this is how the campaign would look like: Sony chooses 12 individuals and organizations and will give them a free hand to create original content inspired by key characteristics of the PS3. Some of the few who were short listed include club promoters, artists, fashion industry insiders, Dazed and Confused magazine, and the BBC‘s 1Xtra.

These 12 entities will then distribute the said content digitally through their own contacts, fan bases, and social networks like MySpace, Bebo, websites, blogs, and even emails. Furthermore, Sony came up with the said strategy with the help of brand consultancy Shine Communications. The consultancy company’s director Rana Reeves says that

Traditionally, brand communication with consumers has been channelled via an ad agency. The explosion of social networks and blogging, however, has created a seismic shift. Brands wanting to enter this world have to be prepared to trust consumers to talk about them whether the comment is good or bad.

We guess the important phrase there is “trust the consumers”. It has been said many times before that consumers love Sony products but always feel differently towards the company. Well, it’s about time Sony. And kudos to the European launch. We know for certain that our friends over there are so anxious to get their hands on a PS3 for the first time.

Today, Sony furnished some details regarding its marketing campaign for the PS3’s European launch that contrasts its Shakira-led Dubai one. Sony’s planning to make a select audience of “online evangelists” that will prove to be pivotal to its strategy. The company’s main weapon will be social networking sites and Web 2.0 portals such as YouTube.

If things push through, this is how the campaign would look like: Sony chooses 12 individuals and organizations and will give them a free hand to create original content inspired by key characteristics of the PS3. Some of the few who were short listed include club promoters, artists, fashion industry insiders, Dazed and Confused magazine, and the BBC‘s 1Xtra.

These 12 entities will then distribute the said content digitally through their own contacts, fan bases, and social networks like MySpace, Bebo, websites, blogs, and even emails. Furthermore, Sony came up with the said strategy with the help of brand consultancy Shine Communications. The consultancy company’s director Rana Reeves says that

Traditionally, brand communication with consumers has been channelled via an ad agency. The explosion of social networks and blogging, however, has created a seismic shift. Brands wanting to enter this world have to be prepared to trust consumers to talk about them whether the comment is good or bad.

We guess the important phrase there is “trust the consumers”. It has been said many times before that consumers love Sony products but always feel differently towards the company. Well, it’s about time Sony. And kudos to the European launch. We know for certain that our friends over there are so anxious to get their hands on a PS3 for the first time.